Cinemas have begun playing a short video ahead of A Minecraft Movie screenings, asking viewers to refrain from hurling their popcorn everywhere, and to be kind and respectful to others.

If you are wondering why this is necessary, it is because a viral trend has seen some younger viewers of A Minecraft Movie going feral, screaming out loud mid-film while launching their popcorn into the air when Jack Black’s character Steve shouts “chicken jockey”, as Jason Momoa’s Garrett “The Garbage Man” Garrison gets ready to fight a baby zombie riding on the back of a chicken.

While this trend perhaps started off as a bit of fun, it has quickly become increasingly disruptive, with one absolute idiot even bringing a live chicken into the cinema.

Along with cinemas playing a polite reminder that people need to be considerate of others around them, Jack Black has additionally also popped up at one screening, again asking that viewers don’t behave like animals when watching the film.

In a clip shared on social media, Black stands in front of a cinema telling those present “absolutely no ‘chicken jockey'”.

While cinemas and Black seem to be keen to put an end to the disruptive behaviour, A Minecraft Movie director Jared Hess doesn’t sound too fussed. Last week, the filmmaker said he found the chaotic scenes “way too funny” and he has been “laughing [his] brains out” with each new video sent his way.

“Just the fact that people are making memories at the movies – that’s what it’s all about,” Hess continued. “That’s why we do it. I never could have anticipated this level of passion and fun and craziness that’s happening.”

A Minecraft Movie debuted earlier this month, generating $301m worldwide on its first weekend. It has been such a success that there are already talks about a sequel, and last week Hess teased where the film series could go next.